The Prince of Wales has agreed to be the patron for the first ever English Tourism Week, which takes place this week.
Operators across England, including theme parks, stately homes and local museums, are running special activities to help promote English tourism.
Drayton Manor Theme Park in Staffordshire is kicking off its 2012 season during English Tourism Week with a host of new attractions, and The Jerwood Gallery in Hastings opens its doors for the first time on 17 March.
Lady Cobham, chairman of VisitEngland, said: "We are delighted and honoured that His Royal Highness has agreed to assume patronage of English Tourism Week.
"England has a fantastic and diverse tourism product, of which we can all be incredibly proud, and the industry contributes £97billion to our economy. With the generous support of The Prince of Wales, we hope this week-long celebration will inspire people to become tourism ambassadors for their local area."
His Royal Highness The Prince of Wales with Lady Cobham, chairman of VisitEngland and David Curtis-Brignell, chairman of English Tourism Week
